RVing Virtual Assistant

Are You Nobody? Do Your Customers Know Your Name?

My fifth grade teacher was an expert on ancient Greece and Greek
mythology. She had a way of bringing it to life and even when we were
each required to recite the Three Gallic Wars before the entire class,
we somehow managed to enjoy it. So imagine my surprise when I found
myself involved recently in a discussion of Homer’s Odyssey. In truth I
doubt I’d even THOUGHT about The Odyssey since English Lit class in
high school. But as I listened to a variety of actors, poets and
scholars discussing this classic text, I found myself thoroughly
enthralled. I must admit I remembered more of the story than I would
ever have anticipated. But what really caught my attention was how well
the story lines fit into contemporary life.

The story of the
Cyclops, for instance, sets forth an important concept in business –
branding! As you may recall, Odysseus and his men visit the Cave of the
Cyclops looking for supplies to replenish their dwindling stores aboard
ship. Upon discovering them in his cave, the Cyclops used a boulder to
seal Odysseus and his men in the cave. Odysseus was exceedingly
clever. When the Cyclops asked him his name, Odysseus said his name was
“Nobody.” Later on Odysseus and his men burned out the Cyclops’
eye. The giant let out a scream and threw himself about the cave,
calling for help. The other monster giants who lived nearby came
running to see what was causing this commotion. “What’s happening to
you?” they called from outside the cave. “Nobody has hurt me,” cried
the Cyclops. “Nobody came into my cave and did this to me.” The Cyclops
words were slurred by the wine, and the other giants thought that he
was having a drunken nightmare. Because he insisted that “Nobody” was
harming him, the monsters went back to bed.

As solos and small
business owners one of the first things we are taught about marketing
is the value of branding – name association. Our product is only as
good as our name. Our name is only as good as our product. Talk to any
marketing specialist and they will tell you that word-of-mouth
advertising is the most valuable marketing tool we have. Yet we are
often slow to do those things which keep our name, or the name of our
company, in the public eye. In doing so, we are effectively calling
ourselves “Nobody.”

Think
about it. When was the last time YOU hired a NOBODY? When you needed a
plumber to fix your hot water heater, did you call Nobody? No, you
asked friends and neighbors for a recommendation. When your furnace
quit last winter did you trust Nobody to fix it? No, you either found a
referral or called one of the BigFurnace names in the Yellow
Pages. When you were told you had a heart problem did you trust your
care to Dr. Nobody? I think not! You got referrals from your doctor and
your friends and even did you research on the Internet. In short, big
or small, we seldom trust “Nobody” with anything much in our lives.

As
children we were taught to “be seen and not heard.” As we grew up
bragging was frowned upon. “Don’t get a big head,” “Who do you think
you are, Rockefeller?” . . . “Can you still get that head through the
doorway?” All those remarks we heard growing up seem to stay with us
throughout adulthood. While there is much wisdom in those words and
it’s important to be mindful of others, the value of “making a name”
for ourselves is a lesson to be learned. How will we ever become known
in our field if we don’t tell people what we do? How will they ever put
their trust in us if we do not let them feel our passion for what we
do. It is that passion which most folks translate into experience. And
it is experience which wins us their confidence.

One important
way of connecting with folks is through business cards. Take time to
design a business card which reflects your character and the type of
work you do. Then be imaginative in your use of those cards. A good
rule of thumb is to distribute at least 5 business cards every day. The
backs can be used to leave a quick note for someone. Personalizing a
card with a written message helps the person remember you the next time
they see that card.

The
Internet provides a wealth of ways to keep your name in the public
eye. In today’s world, a website is nearly mandatory. Websites should
be updated frequently so people have something new to read every time
they visit. Otherwise, why would they bother to return? And make sure
you establish a blog online. Your website/blog address(es) should be on
your business card. Blogs are a great way to address topics which
relate to your business and they give you a “voice” on the
internet. Blogs give you a showcase for demonstrating your expertise
and allow readers to become familiar with you. Blogs and websites are
also great places for memorializing your successes and posting positive
testimonials from existing clients.

Spend a few hours each week
cruising the internet and checking on blogs and websites related to
your particular field. Don’t just read these websites . . . leave
comments. Leaving comments allows you to provide a link to your website
or your blog address. These “trackbacks” from your comments will help
build your reputation amongst peers and others interested in your
field. Once you’ve done that, branch out and check out things of
interest . . . I often comment on posts not directly related to my work
. . . and frequently people will email me regarding my comments . . .
which I am careful about responding to. Such a dialogue often leads to
future work or referrals.

Join the local Chamber of Commerce or
Better Business Bureau. Volunteer to help with events in your area . .
. street fairs, benefits, charity auctions, local nonprofits, schools,
churches, hospitals . . . all of these events provide mutually
beneficial opportunities. In some cases you may be able to donate
services in exchange for free advertising. The fact is, people will
eventually associate your physical presence with a certain caliber of
performance and this will result in people seeking you out for your
business expertise.
Lastly, don’t be afraid to brag a bit now and then. There are a million
ways to get your name before the public. I’ve only listed a few . . .
put your thinking cap on and get busy. Let people know your areas of
expertise. Mary Kay (Mary Kay Cosmetics)
used to be fond of saying “Fake it til you make it.” While there is no
substitute for experience, many of us are far more experienced than we
let on. Standing back and waiting for someone else to toot your horn
frequently just gives someone else a chance to step into the spotlight
ahead of you . . . generally someone with less experience!

So
the next time you let that “moment of glory” slip through your fingers,
because you feel you aren’t deserving of such acclaim, remember Cyclops
and “Nobody.” Remember that people seldom come to the aid of
“Nobody.” Nor do they HIRE Nobody. You ARE somebody! You have a name
and you have experience and expertise. That experience and expertise
carries your name. Don’t turn yourself into Nobody.

Don't be afraid --- make new friends. Try something new. It's good to break out of the routine sometimes! And take a moment to relax and meet some of my favorite friends. Laughing is good for the soul and you'll find more than one laugh in here. Enjoy!

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